Progress, innovation and speed at which our technology is changing our daily life is posing great challenges for professionals in all fields. Marketing and event experts, today more than ever before, must constantly be up to date will all the possibilities technology can offer their clients and their target audience.
Consumers have great expectations. They are more informed, have more knowledge and easily find the content they are interested in. They are just a click away from seeing events at the global level, where technology is achieving its peak.
What will attract and keep their interest? How does technology help us? Which technology should we use to give visitors a different experience, one that they will talk about and that will justify the investment?
ANALOGUE – DIGITAL
The time of printed materials is long behind us. Most content related to our events has to be digital and online, via applications and social networks, which is best seen by the fact that 85% of the total time that target groups spend on smart phones is spent using applications. The content we offer needs to be interactive and clear, with good quality and easy to access information. Visitors can help in this process if through analogue activation they are offered digital content that they share through their own channels.
PASSIVE – ENGAGED
Events are shifting from a one-way approach of a speaker or performer, with the aim of making communications interactive and two-way, and of engaging the public. In a time when it is unthinkable for visitors to not use their mobile devices and tablets, event content has to be expanded outside the space in which it is unfolding (possibility to follow the event online, to pose questions to speakers without standing up, obtaining the necessary information via digital means). This serves to create proper interaction, to answer questions by integrating them into content, and to use social media for added visibility and advertisement.
GROUP APPROACH – INDIVIDUAL APPROACH
Experience and activation presented simultaneously to all visitors is increasingly becoming obsolete. Visitors today want an individual approach and the possibility to experience different things within the same space.
Today, technology provides us with various opportunities to meet visitor expectations. From mobile applications that enable us to welcome a guest by name, with the simple reading of coded invitations (RFID, NFC) to the possibility for visitors to create the content they want to experience at an event. Using such contemporary methods, we provide clients with a valuable database and detailed analysis of investments. By simply leaning a bracelet against a reader, every corner of an event can offer different content, adapted to visitor preferences. Video, lighting, different messages or even a suggested direction of movement – all of this can be tailored to the visitors with one single goal – of leaving the best possible impression.
WOW effect – WOM effect
At a time when Lady Gaga is descending from the air, and Beyoncé has a five-story LED wall on her stage, the target group is becoming increasingly difficult to impress. That does not mean that we shouldn’t try, or that an attractive story cannot be created with a smaller budget. The imperative becomes finding good quality partners and creative individuals that will bring a recognisable identity to the event. The focus is on concise, carefully planned creative programme, with activation that will arouse emotions, as the right way to achieve the WOW and WoM effects. Technology can only assist us in this, if it is properly used. If you can succeed in impressing the guest and activating all their senses (visual, audio and tactile), it is certain that the desired message will find its way to a much larger number of people than those invited to the event.
VR – AR
A complete step away from that which is feasible, and that which is not, is brought by virtual and augmented reality. In recent years, virtual reality has broken down the barriers of how to present services, a brand or to simply offer an experience that is completely different from everything seen until then. While virtual reality is already accessible and known to the end users, augmented reality is bravely and quickly coming to the forefront, and is sure to intensively change event content. Visitors receive the opportunity to continue to interact with their environment completely normally, while technology implements computer generated graphics and elements into that environment. The limits of use of this technology depend only on the imagination, creativity and needs, regardless of whether this is an invitation with a hidden message, activation that direct our attention, or interactive content.
Basic knowledge of new and available technology is simply no longer enough. Without expert teams and partners, creativity and implementation of innovations in concepts and the event itself, not only are we losing step with time, but we are also giving competitors the advantage to be faster, stronger and better.
ALWAYS THINK BIGGER AND MORE MEMORABLE
MPG is the leading marketing and sales agency in the countries of South East Europe. Our services are available in 8 countries of the region from our offices in Croatia, Slovenia, Serbia and Macedonia. Local, regional and international companies from the industries of goods for mass consumption, food, beverages, luxury items and services make up our client portfolio.
MPG is a private agency that has developed a triple-effective, “key in hand” marketing solution adapted to the specificities of the regional markets, with proven results. The development of strategically integrated solutions is based on the MPG 3 POINT APPROACH, which communicates with consumers in RETAIL, DIGITAL and LIVE environment, creating interest of target groups while influencing their intention to buy.
A broad range of knowledge, ongoing professional development, keeping track of global and local trends, innovativeness and creativity of the approach guarantee clients BTL campaigns that create INSPIRED MOMENTS and make a difference. The focus is always on the relevant target group, on direct one-on-one contact with the end consumer, and on the development of relevant content and communications that will achieve contact and ensure measurable results.
The reason for today’s success of MPG, after more than 18 years on the market, is not just the more than 15,000 campaigns we’ve seen through, but is primarily thanks to a team of young experts and enthusiasts. People are one of the agency’s greatest priorities, and we continually stress the importance of recruiting, profiling, education, motivation and supervision of employees. MPG employees have been recognised by clients as professional, positive, energetic and proactive. A combination of innovative ideas and an expert team that stands behind every project ensures that we create new solutions, build experimental marketing in the countries of the region, with the inspired moments that have made MPG so recognisable.